chore(promo-director): COMPETITOR_ANALYSIS.md refresh 2026-06-23

[Mikecranesync]

Summary

• 5 new signals across 5 vendors since last refresh (2026-05-03)
• Most actionable change for the playbook: MaintainX acquired by Autodesk for $3.6B (May 28) — competitive threat upgrades from "CMMS with AI" to "Autodesk's operations layer"; MIRA must sharpen its OT-native differentiation (UNS, PLC, OEM fault libraries) vs. a construction-heritage platform

New videos (per vendor)

MaintainX

• https://www.bloomberg.com/news/videos/2026-05-29/autodesk-ceo-maintainx-deal-brings-exciting-opportunity-video — CEO on-camera Bloomberg interview (May 29) — no standalone YouTube launch video; market event captured as press video. Autodesk's "design → make → operate" hook positions MaintainX as the missing operations layer in their stack.

Rockwell Automation

• https://www.prnewswire.com/news-releases/rockwell-automation-launches-new-season-of-rokstudios-video-series-highlighting-oem-leaders-on-machine-lifecycle-innovation-302788178.html — ROKStudios Interpack 2026 season (June 4) — distinct from April "automation to autonomy" season already in cache; new theme is OEM machine lifecycle, recorded at Interpack Düsseldorf, packaging/manufacturing ecosystem leaders.

Figma

• https://www.youtube.com/watch?v=EGyO27Jamu0 — "Figma Agents: First Look | Your new AI best friend" (May 21) — AI Agent launched in beta May 20; "stays inside your design system guardrails" as the differentiating constraint. Parallels MIRA's grounded-troubleshooting angle. Config 2026 keynote (June 24) will post same-day — capture in next refresh.

Cursor

• https://www.youtube.com/watch?v=XbZvC4KTH68 — "Cursor now shows you demos, not diffs" (Feb 24, 2026 — missed from prior refresh) — agents generate video demos of their own work. New content-format signal: proof-of-work shifts from code to working software. Transfer to MIRA: a diagnostic run that emits a citation-trail replay is both technician evidence and promotional demo footage.

Anthropic

• https://www.youtube.com/watch?v=Y9Wz2PV404E — "Introducing Claude Fable 5" (June 9) — Anthropic's first standalone YouTube model-launch video. Hook: "The AI once considered too dangerous." Model pulled June 23 per U.S. gov export directive. New launch-hook archetype: regulatory constraint as capability proof. (Anti-pattern for MIRA — our constraint is epistemic, not bureaucratic.)

Test plan

• Read the Refresh delta section and confirm the new patterns are real signal, not noise
• If the MaintainX/Autodesk finding suggests a PROMO_DIRECTOR_PLAYBOOK.md edit (sharpen OT-native differentiation framing), open a separate PR for that — do NOT auto-edit the playbook from this refresh
• Note: Figma Config 2026 keynote posts June 24 — a follow-up refresh next week can capture that video once it's live

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